Automated Lead Processing Pipeline for B2B SaaS

A B2B SaaS team was copying leads between Meta Lead Ads, Typeform, email, and HubSpot by hand. I wired one pipeline that captures, enriches, scores, and routes automatically.

Client problem

The founder came to me after a quarter where lead volume went up but close rate went down. The problem was not traffic — it was speed and consistency on the ops side.

Leads arrived from Meta Lead Ads, Typeform, partner referrals by email, and occasional LinkedIn DMs. Each channel had a different format. Someone on the team copied details into HubSpot, looked up the company, guessed at priority, and pinged sales in Slack when they remembered.

Hot leads sat too long. Cold leads got the same treatment as enterprise inbound. Earlier Zapier zaps broke silently and duplicated contacts.

Solution delivered

I replaced the patchwork with one pipeline with logging, error alerts, and idempotent writes so reruns do not duplicate records.

• Unified intake: every source lands in one queue with raw payload stored
• Enrichment and scoring so higher-priority inbound surfaces first
• Routing: HubSpot contact creation, owner assignment, Slack alerts with context
• Nurture hooks for lower-priority leads without manual tagging

We shipped incrementally — intake first, then scoring and routing — with a parallel-run period before full cutover.

Integrations and scope

Meta Lead Ads, Typeform, Gmail, HubSpot, Slack, Node.js, PostgreSQL, webhooks.

Verified outcome

Manual copy-paste between tools was largely eliminated; sales started the day in HubSpot with cleaner, prioritized lists instead of inbox archaeology.

Exact hours saved and first-response times depend on baseline measurement — confirm before citing specific numbers publicly.

Ongoing responsibilities

Optional ongoing work: scoring rules, new lead sources, HubSpot field changes, and reliability monitoring as the sales process evolves.